England’s Rugby Football Union (RFU) has agreed a multi-million pound, four-year sponsorship with Greene King IPA.

Greene King IPA will now be the official beer sponsor of England Rugby and, as part of the deal, will be served in all the bars at London’s Twickenham stadium and have its own dedicated Greene King IPA pub in the west car park.

All of Greene King’s pub estate will also become the official supporters pubs for every England rugby match, with in-pub promotions running throughout the season.

Business operations director for the RFU, Paul Vaughn, said: “The team at Greene King are experienced in deals of this kind, and with their pub estate, they have a real point of difference as they can engage fully with rugby fans who aren’t able to attend international games at Twickenham.”

Justin Adams, managing director of Greene King Brewing Company, added: “We know that more than 10 million ale drinkers watch rugby on television and that more than three million people attend the games.

“This sponsorship gives Greene King a powerful new way to connect with our consumers and pub-goers and gives our pubs a great opportunity to offer new and exciting promotions.” Details: www.rfu.com

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